Journal of Integrated Communications

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Tom Nicholson, director of retail public relations at Sears, Roebuck and Co.,
shares a case study from Sears to examine strategies and ... In 1997 we began to
evaluate the impact of joint public relations and advertising programs in the
Sears Home Services business. At the time we were introducing a nationwide
800 number (1-800-4-MY-HOME) for all appliance repairs and home
improvement projects.

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Journal of Integrated Communications

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- 2001

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